Marketing manager from Helsinki, FinlandJukka Helin I love web, wine and my beautiful girlfriend Slogan: if you doubt it, do it Online marketingJukka Helin*MarketingBackground in publishingMarketing enhances the product If you doubt it, do it!Expert in writingand editingspeak fluent spanish and of course english, swedish and finnishsome pythonI train Taekwon-do and do different kinds of sports, all flawors Because I can, is why I have to admit, that writingthese texts, indeed makes me feel a bit like a tax office worker, I hope, that they have more meaningOnline marketing in their work. This lorem ipsum, is kind of dadaisticWebdesign Especially when you've noticed how little after all you'veMarketing answers to salesOnline marketingbeen able to change. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna MARKETING*TYPO aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea Graphicdesign eirmod tempor invidunt ut Marketing as function is responsible to sales.accusam et Stet clita kasd gubergren justo duo Marketing et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut Development labore My principle I believe the purpose of marketing is to enhance the product. Otherwise marketing is useless.invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie Jukka Helin*TYPO consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto vulputate velit esse vulputate velit esse qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla Typography . Lorem ipsum Stet clita kasd gubergren, sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi consetetur sadipscingenim ad minim veniam, quis Jukka*Helin nostrud exerci tation ullamcorper. accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. At eum iriure dolor vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, Webdesign sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, eirmod tempor invidunt ut If you doubt it do it! Jukka Helin*E-commerce consetetur vulputate velit esse elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, Stet clita kasd gubergrenI believe that the pleasure of working is more important than the price of achievingStet clita kasd gubergren, elitr, sed diam nonumy eirmod tempor invidunt ut Development labore et dolore magnaThe role of marketing is to enhance the product. Marketing is responsible to sales If you doubt it, do it! aliquyam erat, sed diam voluptua. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie Marketing*Jukka Helin. sed diam voluptua. Duis autem vel eum iriure dolor suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum Graphicdesign at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing invidunt, sed diam nonumy eirmod tempor invidunt ut Development labore et dolore magna aliquyam erat, sed diam voluptua. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie Jukka Helin*Marketing. delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum Stet clita kasd gubergren soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat consetetur sadipscing facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata Stet clita kasd gubergren sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem Marketing*Jukka Helin ipsum dolor sit amet. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. 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Case: Designing high conversion e-commerce site
January 13th, 2010 - by: Jukka Helin
Posted in the Category: Case, E-commerce
1 Comment »
I started working on Yhdistysavain in the spring of 2008. It’s a CMS-based service for small assosiations. I had the chance to be part of the team that developed the product. After the product launch I took the lead role in marketing the service for the end buyers and unions that could buy the product for their local associations.
In 2008 we started off the marketing following the golden rule of web development: “Perfect is the worst enemy of better”. The product was a new opening for the company, and we weren’t quite sure, what would be the best way to contact the customers. So we decided to do small steps in several directions to see which would yield the best results.
We did this for a few months in 2008 and after analysing the results, we knew pretty well how to tackle the product marketing in 2009. Most important lessons that we learned were:
- We needed a good visual guide to be able to market effectively
- We needed a high-performing web site for selling the service
We collected good data from the first customers, so we knew well how to talk about the product; what were the customers expectations, needs and wishes, even the hidden ones. The things we lacked were the solid marketing tools.
Doing the design and concept
First I called graphic designer Mikko Hiltunen, with whom I’ve worked previously. He was my choice from the beginning, because I knew that in addition to graphic design he’s a really good illustrator as well. After getting kick-ass visuals from him, I started designing the concept for the new product web site.
The rim was high for the site, because it was the only place where the customer could buy the product. Even if everything else would go perfectly in marketing, but the site would fail, we’d have zero sales. The key things in consideration while doing the concept were:
- conversion rate
- SEO
- paid traffic from search engines
- data collection and testing for further improvements
I received a lot of help from Antti Peisa and web designer Viljami Salminen, who did the final design and programming for the site. Together we decided to do a plain and effective site that goes straight to the point. We started boosting the conversion rate by putting call to action links on every page. Most of them lead straight to ordering. Additionally, I did a lot of copywriting to make sure the texts were easy, informational and convincing. This site was no place for marketing BS, our customers want straightforward info.
SEO is a big deal on the site, considering that a good amount of traffic come from organic hits. We designed by hand the most important landing pages and I collected several inbound links on those pages from other corporate sites and from our partners. The same landing pages were useful as entrance points for paid traffic from search engines.

The new Yhdistysavain site was launched in September 2009 and the results were instant. The overall bounce rate tropped by 20 points, and the conversion rate was and is improving. But we’re definitely not done yet. We’re on the process of streamlining the site based on the data we’ve been collecting. In addition, I’m interested in exploring how to use social media in B2C-marketing.
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